Does content marketing actually work?

We know what content marketing is and does, but many people ask: does it actually work? In an age where content is king, yet we’re constantly overloaded with it, does it help businesses get their message across and then convert to profit? 

Well, of course, we think so. But here is a bit of the why – and some of our favourite examples of knock-out content marketing.

Standing out

Five billion pieces of content. That’s a staggering number. Yet, there are actually more pieces of content bombarding people on any given day from sources all around the world. So your message needs to stand out in a sea of billions. 

How? 

By deeply understanding your customer, and providing educational and valuable content, speaking directly to them, solving their problems. 

Content marketing has changed a lot over the past decade. And it will continue to evolve moving into the future, as technology continues to develop. When it comes to the actual content though, the future is looking more empathetic, purposeful and customer-centric. 

Content works. And there are plenty of examples that prove this. The data also shows that content has a major impact on purchasing decisions by customers, whether for a service or a product. According to a recent survey done by FocusVision, the average buyer consumes around 13 pieces of content prior to purchase. On average, eight of the 13 are created by the company itself. 

There are also plenty of content marketing success stories that prove just how much of an impact the strategy has. 

Learn from others

If we said to you that a health insurance company had won an award for their content marketing initiative, would you believe us? Because it’s the truth.

Direct Advice for Dads (D.A.D), by HBF Health Insurance is an example of excellent content marketing. Spotting in a gap in the market for pregnancy and parenting-related content for dads, HBF went about creating very ‘real’ content for dads across Australia – and beyond.

There are no product pushes, no overt HBF branding; rather, the content speaks for itself.

HBF won three top-level awards at the 2017 Content marketing Awards for targeting a niche audience, without overselling.

[Full disclosure and humble brag: Our co-founder Martin was the agency head of content on this project!]

Another one of our faves is Melbourne University’s Pursuit [unfortunately we can’t claim any involvement in this one!]. Operating as a standalone publication, Pursuit features reporting and commentary on the latest research coming out of Melbourne University.

Many articles have been picked up by national and international media, and it’s not hard to see why, simply by browsing the homepage. Content is insightful and impactful without being too newsy, salesy or technical.  

And, then we have Meritales, a marketing channel launched by Merivale to engage an existing legion of followers and patrons, telling the stories behind the company’s world-class venues. Since its debut though, Meritales has expanded to include recipes from chefs, interior advice from stylists and even music playlists curated by DJs. It’s all part of the complete dining experience. There’s even some fitness and travel advice on there, showing how you can be flexible in your content, as long as it’s engaging and relevant. 

Your turn!

There are plenty of examples of terrific content marketing campaigns. The data shows its usefulness too. But don’t get too comfortable. Part of a successful content marketing strategy is being flexible in your approach, adapting to the ever-changing needs of the consumer and the ever-evolving world of technology.

No matter what though, content matters, so get on board.